Pentax announces that they're working on new film cameras!

[faberryman]

I'm waiting for Pentax, or any of the big guys, to give us a full frame digital sensor that can be easily retrofit into existing film cameras. The sensor could go in the film plane, and the electronics and battery in the film compartment. No display screen, and limited settings, due to size and power constraints, but that sort of matches the film ethic too. If they plan on making a new SLR, then why not something that could easily do both film and digital via an easy back swap. A stripped down 70's styling seems to be what people want these days, so why not something that can do both film and digital with that same mindset?

Why cobble together some Rube Goldberg device? If you want to shoot film, use a film camera. If you want to shoot digital, use a digital camera. Those cars that were also boats never really took off.

 

[faberryman]

Developing a product as complex as a camera is a Herculean effort.
The only thing that allowed it to become somewhat a routine job, was the vast amount of accumulated and tacit knowledge in the staff, and “in the air” at various camera manufacturers.

It’s not enough to produce a prototype that works, and then mass manufacture it.
It should be easy and pain-free to manufacture, you should have your supply chain in place for the parts and components for years, and you should do thorough user, and usability testing to determine if there is any kinks or failure points that could become super expensive down the line.
It’s a long arduous, iterative process, and different for each slightly different product category.

It also helps if you have a large enough market to sell new film cameras at a price point which would allow you to recoup your investment and earn a profit over a reasonable time period.

 

[Helge]

I'm waiting for Pentax, or any of the big guys, to give us a full frame digital sensor that can be easily retrofit into existing film cameras. The sensor could go in the film plane, and the electronics and battery in the film compartment. No display screen, and limited settings, due to size and power constraints, but that sort of matches the film ethic too. If they plan on making a new SLR, then why not something that could easily do both film and digital via an easy back swap. A stripped down 70's styling seems to be what people want these days, so why not something that can do both film and digital with that same mindset?

I'd gladly pay a grand to get a digital sensor that could fit in my film cameras. This would give me the freedom to shoot with both digital and film, using something I'm already comfortable with. Some medium format cameras used to offer this ability, but most of them have gone out of business now, or are out of any realistic pricing for the average person.

Young people that want to try film are clearly looking for something different from the instant gratification you get from a cell phone. Bring back the magic of discovery by eliminating display screens and forcing people to think about what they're trying to capture, instead of just clicking at anything.

C'mon, Pentax, give this ol' geezer the goods!

That has been tried numerous times.
Apart from being kind of pointless, the main technical problem is to have the shutter of the camera and the sensor sync up.
Even with a modern, rolling shutter CMOS sensor, you still have to account for the shutter in the film camera.

Shooting in bulb mode would be an option, but then you might as well just put a box around the sensor, and have the option of changing to various lens mounts.
Also called a mirrorless digital camera.

 

[JParker]

I'm waiting for Pentax, or any of the big guys, to give us a full frame digital sensor that can be easily retrofit into existing film cameras.

That has been tried several times in the past by several companies. And all have totally failed with only one single exception - Leica.
But the Leica digital module was'nt an success either, because of too much restrictions and a huge price point.

As you can meanwhile buy a used DSLR for extremely low prices, such a product would not make any sense, as you can get much better digital performance at much lower price by using a used DSLR compared to your 'Hybrid' solution.

And therefore Pentax will not go that way. Fortunately!!!

 

[Helge]

It also helps if you have a large enough market to sell new film cameras at a price point which would allow you to recoup your investment and earn a profit over a reasonable time period.

Hey, I am not shitting on marketing. But it has generally proven to be a very bad idea to let marketeers make design and engineering decisions in any shape or form.
Industrial design products designed by committee is as bad as movies or music designed by committee.
It OK to be a band, but once Brian Epstein and all of EMI wants a producer credit it starts to go south fast.

 

[JParker]

What surprises me is it is Pentax and not Cosina that is putting money into a new film camera. As noted by others, making the tools and dyes is the expensive part of the project. Wonder if the new camera will be made in Japan or outsourced?

Ricoh Imaging - Pentax - has its headquarter and engineering department in Japan. But production is done in their factories on the Phillipines and Vietnam.

 

[BrianShaw]

Hey, I am not shitting on marketing. But it has generally proven to be a very bad idea to let marketeers make design and engineering decisions in any shape or form.
Industrial design products designed by committee is as bad as movies or music designed by committee.
It OK to be a band, but once Brian Epstein and all of EMI wants a producer credit it starts to go south fast.

Add to the list of folks who should not make design or engineering decisions: senior management, accountants, lawyers, secretaries, and librarians.

 

[Helge]

Add to the list of folks who should not make design or engineering decisions: senior management, lawyers, secretaries, and librarians.

I don’t know where you get secretaries and librarians? But I actually think those two would be pretty good to ask about the design of certain things.
Secretaries are heavy users of industrial design and librarians often have a very broad knowledge base.

 

[Ernst-Jan]

I hope they will come out with a modern AF camera, not with the metusalem as seen in the teaser video.

I don't agree. But let's hope they make the one for which is the most market. If I don't like it (eg a plastic AF camera) I won't buy it, but plenty other then apperently will.

 

[BrianShaw]

I don’t know where you get secretaries and librarians? But I actually think those two would be pretty good to ask about the design of certain things.
Secretaries are heavy users of industrial design and librarians often have a very broad knowledge base.

I was referred to your term “design/engineering decisions”. Sure, consulting potential users for design and user experience INPUT is highly desirable, as is asking INPUT from marketing folks. And all of that input should be seriously considered if the right folks are consulted.

 

[faberryman]

Hey, I am not shitting on marketing. But it has generally proven to be a very bad idea to let marketeers make design and engineering decisions in any shape or form.
Industrial design products designed by committee is as bad as movies or music designed by committee.
It OK to be a band, but once Brian Epstein and all of EMI wants a producer credit it starts to go south fast.

My comments had to do with markets not marketing.

 

[Andrew O'Neill]

Great news! I wish Pentax all the best!

 

[Helge]

My comments had to do with markets not marketing.

It’s marketings job to look at markets.

I was referred to your term “design/engineering decisions”. Sure, consulting potential users for design and user experience INPUT is highly desirable, as is asking INPUT from marketing folks. And all of that input should be seriously considered if the right folks are consulted.

Input very quickly turns into demands.
Especially when management gets scared or greedy.
They turn to something they think they know, and they perceive is a free for all, instead of weird impenetrable “engineering” and “artistic integrity”.

 

[BrianShaw]

Input very quickly turns into demands.
Especially when management gets scared or greedy.
They turn to something they think they know, and they perceive is a free for all, instead of weird impenetrable “engineering” and “artistic integrity”.

Indeed… very true. Unrealistic requirements and requirement creep can be a project killer. Some engineers, BTW, are just as dangerous to consult for same/similar reasons. There’s a reason why the “Skunk Works” product development model worked so well - focus on a clear vision, realistic dreams, total control of decisions by only a few, dedication, and lots of funding.

For anyone not familiar with that concept:

Kelly Johnson (engineer) - Wikipedia

en.wikipedia.org

 

[Eric Rose]

Maybe a pipe dream, who knows? To early/late for April Fools.

Pentax Launches New 35mm Camera Project After Film Resurgence

Could we see a new Pentax film camera soon?

petapixel.com

 

[joelbolden]

Hardly a joke. He's pretty honest about it in the video.

 

[Peter Schrager]

this is long overdue. digital sales are falling as we speak. SLR's RULE!!

 

[logan2z]

Not a joke, here's the official announcement:

PENTAX brand launches a film camera project focused on developing new film-based products along with camera fans｜RICOH IMAGING

news.ricoh-imaging.co.jp

FYI, there's already a thread about this at Photrio.

Pentax announces that they're working on new film cameras!

I'm waiting for Pentax, or any of the big guys, to give us a full frame digital sensor that can be easily retrofit into existing film cameras. The sensor could go in the film plane, and the electronics and battery in the film compartment. No display screen, and limited settings, due to size...

www.photrio.com

 

[Arthurwg]

Not surprised. Digital is not much fun for many. Price for used film cameras are rising, as is the demand for film. But I wonder if we'll ever get back to the level of perfection we had in the Mamiya 7II, for example.

 

[Cholentpot]

https://news.ricoh-imaging.co.jp/rim_info2/2022/20221220_037861.html

Here's a copy of the text

PENTAX brand launches a film camera project
focused on developing new film-based products along with camera fans​

TOKYO, December 20, 2022 -- RICOH IMAGING COMPANY, LTD. is pleased to announce a new project involving the research and development of new PENTAX-brand film camera products. There has been a rebirth in interest in film cameras recently; we want to use the film camera skills and technologies developed over the years by Ricoh Imaging/PENTAX (the PENTAX Division of RICOH IMAGING COMPANY, LTD.) and provide camera enthusiasts around the world with new film camera products. We will be developing and launching new products and providing aftercare services so that experienced film camera users and younger photographers who want to try these cameras for the first time can fully enjoy the experience of film photography.


Activities of the film camera project

1. Development of new film camera products
Ricoh Imaging/PENTAX will begin research into developing new PENTAX-brand film camera products. We will bring together both veteran and younger engineers to take advantage of the film camera expertise and technologies created and retained by Ricoh Imaging/PENTAX while also incorporating the latest technologies and concepts.

2. Working together with camera enthusiasts
With digital cameras now the mainstream of photography, it can be challenging to procure the parts needed for film cameras, so this project`s success will involve other manufacturers. More importantly, Ricoh Imaging/PENTAX is counting on the support of film camera aficionados, photographers, and creators, so we plan to promote the project through various online and offline events and social media while listening to comments and suggestions from film camera users about product development. We are also planning a way to communicate effectively about the project's development to users worldwide and to work closely with them.


Project background: Why develop film cameras now?

1. The growing popularity of film cameras
Film photography has been growing in popularity, especially among younger generations. Search for "film camera" on the Internet, and there are countless images of creators and celebrities using film cameras. Many young photographers also enjoy taking photos with film cameras, developing the film, and then uploading images in digitalized form to social media sites without making final prints.

In an online questionnaire that Ricoh Imaging/PENTAX conducted with some 3,000 users in Japan, approximately 20 percent of camera users owned film cameras, not including disposable or instant cameras.

At the same time, few manufacturers today build and sell new film cameras. Some of film camera users expressed concerns about the aftercare service for used film cameras. Ricoh Imaging is prioritizing supporting film camera fans so they can enjoy film photography without worries, from film camera development, production, and sales to aftercare.

2. The pleasure of an intricate, time-consuming process
There has been tremendous advancement in modern cameras in recent years. Smartphones dramatically changed photographic culture: anyone can now capture beautiful pictures easily, anywhere, at any time. Camera users feel, however, that in today's overly convenient society, some enjoyable activities demand time and effort because Ricoh Imaging/PENTAX believes that time and effort signify individuality, creativity, and personal preference. Because activities involving time and effort are indeed a human experience, our goal is to provide PENTAX camera products that involve intricate, time-consuming, satisfying actions.

Related videos link： https://www.ricoh-imaging.co.jp/english/pentax/filmproject/


Message from Noboru Akahane, President and CEO of RICOH IMAGING COMPANY, LTD.

In January 2022, we declared the rebirth of Ricoh Imaging. We affirmed that, starting with Japan, we would more carefully listen to the voices of our users through stronger digital online communications with users by submitting our products to crowdfunding websites and founding a PENTAX clubhouse. All of this was done with the goal of developing and marketing new products that can fully satisfy user needs. We have taken on exciting new challenges, some of which push beyond the boundaries of conventional wisdom. We also are selling new products which were only made possible by our unique technologies and craftsmanship, such as the worldwide marketing of special-edition, limited-quantity models.

One of the new challenges we have taken on is the development of PENTAX-brand film cameras. We feel this will provide camera fans with a joy of photography totally different from what they experience in the digital format. I want to stress that this announcement does not mean we will release new film cameras. Instead, it's an ongoing project based on the assumption that, as long as photographers remain obsessed with the ambiance of light and environment, there will also be some who will want to use film cameras as their tool of choice in capturing unique images. But we also know how difficult it will be to restart the production of film cameras long after production was terminated. In fact, we're only at the starting line right now.

We will make even greater efforts to be able to hear the genuine voices of film camera fans through various events and digital communications while also providing as many updates on the project's development as we can. We welcome your support and critical thoughts as part of this co-creation project. It's a great pleasure to have you join us and work together with us on the challenges of this new film camera project.

 

[Cholentpot]

I hope this doesn't mean rebranded Bluetooth beer cozies.

 

[braxus]

Hopefully a new Pentax 67 III (version 3) is on their list of possibilities. And a 35mm of course. Why do they need to work with other manufacturers? They have lenses in their own system they can use.

 

[Cholentpot]

Hopefully a new Pentax 67 III (version 3) is on their list of possibilities. And a 35mm of course. Why do they need to work with other manufacturers? They have lenses in their own system they can use.

Rumors are flying about.

It looks like they want to move to Compact film camera, High-end compact, SLR, and finally a Fully mechanical SLR. Time will tell, hopefully they stay the course and we don't end up with Pentax Tshirts and rebranded Owro film.

 

[Cholentpot]

I didn't see it up and posted a thread.

Here's hoping it's not rebranded AA batteries and knockoff tshirts.

 

[Huss]

I like that their spokesman is a hipster.